Frontline sales effectiveness improvement has been a crucial part of the business process for firms that rely on face-to-face business. Sales effectiveness solutions create more efficient sales personnel by leveraging on platforms and resources or by training the sales personnel to be more effective. The gamified customer relationship management (CRM) solution manages lead management, relationship management and other sales acceleration functions, enhancing frontline user experience and driving efficiency. The solution also leverages on machine learning (ML) technology to generate real-time advanced analytics, creating a transparent performance management process. The solution enhances productivity in sales agents, generating greater revenue for the firm. Find out more at www.ey.com/sg/fintechhub. For enquiries, contact us via email at fintech@sg.ey.com.

1. Frontline sales acceleration via gamification
Case study
Context:
A regional bank based in Singapore was
seeking to improve sales effectiveness and
productivity of their frontline sales staff across
all business lines: retail, SME and corporate
banking. The bank was looking for a digital
tool for:
• Sales planning
• Activity tracking (daily activities)
• Performance management (scorecards and
incentives)
Recommended platform:
• Market landscape of sales acceleration
platforms capable of performing CRM-lite
functions such as lead management,
relationship management and a 360-degree
view of the customer
• Identifying quick access use cases made
available to omnipresent keyboard
• Defining management dashboards,
reporting frequencies and sales team
mobilization plans
Client impact:
• Improved both top and low performers in
the sales team
• Transparency of performance figures at all
levels
• Increased effective engagement of frontline
staff in sales and operations
• Achieved a 55% improvement in the
average productivity of sales agents
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Challenges faced by frontline channels
Improving turnover rates of
frontline operations
Limited adoption of frontline
information systems
Enhancing productivity of sales
agents
Limited coordination for
managing sales
Scaling up tools to manage
performance
Design considerations to accelerate
frontline needs
Varun Mittal
EY Global Emerging Markets FinTech
Leader
varun.mittal@sg.ey.com
Leading interfaces and technology capabilities
Cognitive agents
(voice)
Gamification Recommendation
engine (sales
buddy)
Analytics of
frontline
performance
dashboards
AI keypad (sales
key)
Geo-tracking of
frontline operations
Image processing
and OCR
Gamified learning
Sales knowledge
toolkit
Empowering frontline staff and boosting channel
performance
Activity acceleration
and tracking
Performance
management
Learning games
Using mobility tech for
activity acceleration
and tracking
Creating easy-to-access
knowledge toolkit for
frontline
Driving goal orientation
and self-management,
e.g., own “game plan”
“Management by numbers” and
transparency around performance
drivers
Ensuring sustainable change in
productivity and capacity building
Website: www.ey.com/sg/fintechhub
Email: fintech@sg.ey.com
Sahil Gupta
EY ASEAN FinTech Manager
sahil.gupta@sg.ey.com

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